<!doctype html>
<html lang='en' ng-app='app'>
<head>
    <title>Hi</title>
    <script src="https://ajax.googleapis.com/ajax/libs/angularjs/1.0.8/angular.min.js"></script>
</head>
<body>
<div hello>Bob</div>
<script>
    var appModule = angular.module('app', []);
    appModule.directive('hello', function () {
        return {
            template: '<div>Hi there <span ng-transclude></span></div>',
            transclude: true,
            replace: true
        };
    });
</script>
</body>
</html>